MTM IX students present their Marketing plan project on "Ciak Si-cilia - Cinetours". How to make this company more attracting? Students' solution is to develop interesting tours combining movies, locations and culture. www.mtm.iulm.it

1. “ON SET” TOUR OPERATOR
Project CIAK Si-cilia

2. EXECUTIVE
MANAGEMENT TEAM
• Aries Criscione: Destination Manager
• Yulia Davydova: Marketing Manager
• Myriam Granozio: Financial Manager
• Sara Lucarini: Sales Manager
• Carolina Mardegan: Chief Operating Officer

3. OUR BUSINESS
• Activity  Tour Operating
• Destination  Sicily
• Core product  cine-tourism packages
• Ancillary services  museum tickets, kids
entertainment activities, boat trips, etc.
• Headquarter  Milan

4. WHAT IS CINE-TOURISM?
• A recent socio-cultural phenomenon that
represents a particular type of tourism
generated and powered by the cinema
• The images of movie sets can capture, intrigue
and push the viewer to know and visit those
locations
HOW?

5. WHY CINE-TOURISM?
• Growing market  in Italy very few
tour operators create and promote
Movie tours in a systematic and
organized way
• Great potential of attraction
• Important challenge for the future
development of Sicilian and Italian
territory

6. GOALS
• Create new tourism products which give added
value to the vacation and allow the visitor to
live a richer and more engaging experience
• Promote local heritage
• Increase days of stay or/and cash flows of
arrivals outside of the peak season
• Take into consideration all types of cine-
tourists

7. STARTING POINT SICILY
• One of the most fabulous regions of Italy
attracting movie directors by its natural beauty
• Plenty of archeological sites
• Mirror of Italian art, culture and literature
• Known for its extraordinary food & wine
• Enormous but unexpressed potential
Perfect premises to embody and promote the brand
“Italy” at an international level

8. ART
&
CULTURE
Agrigento, Anfiteatro & Tempio della Concordia

9. TRADITIONAL
FOOD

10. SEGMENTATION,
TARGETING &
POSITIONING

11. SEGMENTATION
• First time users
• Mainly adults: singles, couples, families
• Medium/average income
• Midscale social class
• People interested in movies, art, literature and
culture
• Workers and retired people
• Price middle/high

12. TARGETING
• Niche and attractive market, that is going to
grow because we don’t have any aggressive
competitor, as T.O. don’t renovate themselves
with interesting offers
• Differentiated marketing strategy: separate
packages for families with kids by providing
entertainment services

13. POSITIONING
• We would like to position our products on
specific attributes and not against other tour
alternatives;
• We built a unique bundle of advantages:
- Tailored offers on our customers` wants
- Different packages for different length of
stay
- Kids services

14. CONSUMER BEHAVIOR
• Cultured and movie goers
• Middle-class
• Influenced by primary group (family, friends,
neighbors, coworkers)
• Adults and retired people
• Motivation created by big interest in movies,
importance of lifestyle factor

15. COMPETITORS
BUDGET COMPETITION:
ALL THE ENOGASTRONOMIC,
ARTISTIC AND CULTURAL
TOURS ORGANIZED IN SICILY
GENERAL COMPETITION:
CAMPANIA MOVIE TOURS,
ISCHIA FILM FESTIVAL
PRODUCT CATEGORY
COMPETITION: ELENSOPHI T.O.,
SICILY TRAVEL,
MONTALBANOTOUR.COM,
DISCOVERINGSICILY.COM,
TURURISICILIA T.O.
PRODUCT FORM
COMPETITION
WE DON’T HAVE
ANY DIRECT
COMPETITOR

16. MARKETING MIX

17. PRODUCT
• Core Product: Movie-tour package
• Facilitating Product: means of transport, inbound
connections, accommodation, meals, guided tours
• Supporting products: children activities, tickets for
museums, entrance to local initiatives such as
concerts, wine and food events, etc.
• Augmented Product: professional and local tour
guides able to manage differentiated groups, verified
kindness and welcoming attitude of service delivery
system.

18. PRICE
• We set our price after having analized the
market, the competitor set and consumer
needs buyer-oriented pricing.
• The marketing objectives for the first year is to
gain the Product-quality leadership: our price
is a medium one and alined with the
expectations of the consumers.

19. PLACE
• In the value delivery network we play the role of both
Wholesaler and Retailer because we mainly sell
packages directly our final customers either on and
offline, however we also provide our product to travel
agencies.
• Our distribution channel is between Channel 1 and 2,
with the most attention on the first one, and its
efficiency depends on promotion.
• We are a conventional distribution channel

20. PROMOTION
• Launch event: free mini cine-tours, promotion
through our local facilities, little banquet
offered with local products, acknowledge
tourists
• Self-marketing:
- Personal website
- Registration on www.paesionline.it
- Social media

21. CIAK SI-CILIA
TOUR N°1: PALERMO

22. DAY 1 : arrival to the airport
“Falcone Borsellino”,
located in Palermo.
DAY 2: visit the Arabic city of
Palermo with its city
center and the most
important monuments.
DAY 3: visit Mondello shore.

23. DAY 4: visit the small city of
Corleone where “Il Padrino”
(The Godfather) was set.
DAY 5: visit Salina and the
archipelago of Eolie Islands
where part of “Il Postino”
(The mailman) was set.
DAY 6: visit the city of Cefalù.

24. DAY 7: visit Savoca located
near the town of Messina,
tour of old Medieval center.
DAY 8: visit Bagheria where
“Nuovo Cinema Paradiso” and
“Baarìa” were set.
DAY 9-10: visit to the popular fair
of Palermo called “ Vucciria”,
where it is possible to see
and taste all typical Sicilian
food and culture.

25. CIAK SI-CILIA
TOUR N°2: RAGUSA AND
SIRACUSA

26. DAY 1: From Catania airport we go to
Ragusa Ibla city. Small tour of
the city center where the fiction
“Il Commissario Montalbano”
was set: piazza Duomo with its
beautiful stair case, the church
of San Giorgio, and the
communal garden.
DAY 2 : visit the city of Siracusa and
where the movie “Malena”
was set and the Duomo of
Siracusa”, typical church of
the city.

27. DAY 3 : small tour of the city of Ragusa.
Here part of “Il Commissario
Montalbano” was set and we
can see San Giovanni cathedral
and then move to the marine
river of “Marina di Ragusa”.
DAY 4: visit the Commissario Montalbano
house located in Punta Secca.
The front side reminds where the
Commissary was used to walk
alone and think about his cases.
In the afternoon we move to the
city of Punta Braccetto where we
can see the archeological site of
Kamarina.
DAY 5: visit the city of Donnalucata, Scicli
and Noto. We can walk around
the various Baroque buildings of
Noto such as Palazzo Iacono.

28. DAY 6: visit Donna fugata Castle
where the movie “Il Gattopardo “
and one episode of “Il Commmissario
Montalbano” were set. Visit the
interior part of the castle and the
“Tabacche Cave”.
DAY 7 : visit of the city of Modica and the
church of St. George, mentioned in
the World List of the Goods of the
humanity of the UNESCO. This
building is the result of the
reconstruction of six/eighteenth-
century, after the disastrous
earthquake that struck Modica in
1613, in 1693 (the most serious
episode) and during 1700. Modica is
also famous for the Euro Chocolate
fair, where is possible to eat not only
chocolate but all typical Sicilian food.

29. DAYS 8-9 : in the morning tour of the
beautiful places around Etna.
From the Cathedral square
with the black elephants, we
pass close to the Roman
Theater and the Villa Pretty
up to Sant'Agata Cathedral.
Trip to Taormina city in the
afternoon.
DAY 10: some free time in Taormina and
departure from Catania airport.

30. SWOT
ANALYSIS

31. STRENGTHS
• All-inclusive packages
• Innovative idea in a niche market
• Tailored tours
• Interesting offers to all members of the family
• Cultural and educational aspect of the trip
• Direct interaction with local people and
national cuisine

32. WEAKNESSES
• Limitation of location (just Sicily)
• Some movies are not that much popular abroad
• Lack of staff speaking different languages
• Transpost communication inside the country is
not well organised

33. OPPORTUNITIES
• To grow into big international tour operator of non-
traditional tourism
• We can be the first in touring a blockbuster’s major
locations
• By widening our inventory in future we can get profit
from trasnportantion and lodging
• We will create many jobs
• Will bring Italian tourism to a better level in terms of
transportation and staff training

34. THREATS
• If big players such as TUI start to compete
with us in the same market on the same
product, it will be very hard to survive
• The short-lived notoriety of certain films could
also threaten the durability of the activity

35. PLANS FOR THE FUTURE
• Expand to international market, mainly focusing on
emerging countries (Middle East, Asia Pacific, South
America)
• Widen our movies` portfolio
• Develop our business in new destinations
• Attract more customers by varying package
proposal (e.g.hunting tourism, fishing, climbing)
• Improve our networks and agreements with our
professional staff inside the new destinations
• Strong promotion (TV, radio, newspaper ads)

36. FINANCIAL PLAN
Start-Up Budgeting:
Share Holder’s investment  €52.500
All the fixed costs without the salaries

37. FIXED COSTS (12 MONTHS)
- Agreements and contracts with local authorities &
establishing partnerships – €5.000
- Energy, Internet & Mobile connections – €4.000
- Promotion Campaigns – €10.000
- Web site creation and maintenance - €1.500
- Software & Reservation Systems – €20.000
- Employees’ salary – €70.000
- Office rent in Milan – €12.000 (12 months)
Total Fixed Costs: €122.500,00

38. VARIABLE COSTS
(PER UNIT)
- Local transportation (leased just for the trip):
€30
- Air tickets (bought on the moment of trip
purchase): €100
- Accommodation plus half board: €500 (10
days)
- Kids entertainment program (if required): €6
per hour

39. BREAK-EVEN ANALYSIS
• Fixed Costs: €122.500
• Variable Costs per unit: €630
• Price for a single tour: €1.100
• Break-Even Point: 260
We suppose we will reach our Break-Even Point
after having sold 260 packages.
Our goal is to reach the BEP in one year

40. General
Jet-setter
Casual
Serendipitous
CINE-TOURISTS
TYPOLOGIES
He is excited about the
idea of being in a movie
set, but he doesn’t want to
participate in any related
activity
After having seen a movie, wants
to visit the location but also what
is nearby
The real cine-tourist: he gets
to the destination only to visit
that specific movie set because
he feels familiar with it
He doesn’t choose a place after
having seen a movie, although
he takes part on the activities
related to it (movie tours)